Product & Services of Fortis Healthcare

Fortis Healthcare Limited (FHL), one of India’s largest private healthcare companies with network of 22
hospitals and more than 2570 beds. In addition to the Super specialty services the hospital also offers
quality tertiary care:

QUALITY TERTIARY CARE

 Cardiac Sciences
 Orthopaedics
 Neuro Sciences
 Oncology
 Minimal Access Surgery
 Obstetrics

INNOVATIONS IN FORTIS HOSPITAL

 Auto check-in and check out
 Specialty hospitals
 Aromatherapy at Apollo.
 Biventricular pacing.
 Bone bank at AIIMS.
 Hospital administration.
 Medical records management.
 Oxygen under pressure treatment at Apollo.
 Waste management.
 Telemedicine.
 Virtual Hospitals

TECHNOLOGIES IN FORTIS HOSPITAL

 Same day OPD
 Online reports
 Imaging/ MRI Scan
 Key Hole Surgery
 Medical transcription
 Biotechnology
 Nanotechnology
 SST: Self checking Machines/ equipments
[2] Specific Distribution Channel
The distribution of health services is a complex process involving decisions regarding the place,
time and methods of supplying the services. It encompasses all the activities that provide patients
with access to healthcare services along with the relationship system established between
providers, patients and other intermediaries. In the field of healthcare, distribution includes all the
activities taking place in the space and the time separating the patient from the services provider.

Following is the distribution channel of Fortis Healthcare:

Fortis operates its hospitals across several tier 1 and Tier 2 cities in India such as Delhi, Amritsar,
Kolkata, Mumbai, Mohali, Ludhiana, Jaipur, Chennai, Kota, Bengaluru, Gurgaon, Noida, Faridabad,
and Odisha. Its head office is situated in Unitech Business park in Gurgaon, Haryana. Fortis also
offers skype consultation with doctors to its patients regarding various procedures and surgeries
as well. Further it also has a medical Kiosk setup at Indira Gandhi International Airport. Further Fortis
has a dedicated website to provide key information about its hospitals and practices to various customers
and provides easy accessibility to them.

[3] Market Segmentation

There are two major ways of segmenting the health care market: patient characteristics and
marketing practices. Each of these two major methods has several sub options. Segmentation
based on patient characteristics

There are three different types of patient characteristics which are useful for segmenting the
healthcare market : patient demographics, patient psychographic and patient frequency of heath
care utilization

For the segmentation for the FORTIS there are various attributes which are considering for the
segmentation. These attributes may be many in number. They may include: –

 Reliability

 Prices

 Reputation of doctors

 Quality of equipment

 Number of supporting specialties

 Amount and quality of miscellaneous services like catering, housekeeping, etc.

 Distance from the house

 Recommendations from someone

  Who will pay for the treatment

In the case of the FORTIS mainly three factors influence the perception of the customer. These are
basically are reliability, prices, number of supporting specialties.

This will be so because the hospital is located in an area which has nuclear families and hence, the
small family size makes reliability an important factor.

[4] Positioning Strategies of Fortis Healthcare

The Indian healthcare sector has emerged as one of the largest service sectors in India in terms of revenue
and employment, and the sector is expanding rapidly. The sector has registered a growth of 9.3 percent
between 2000-2009, comparable to the sectoral growth rate of other emerging economies such as China,
Brazil and Mexico. At the current growth rate, the healthcare industry in India will touch US$ 275 billion by
2020, according to a recent press release by the Confederation of Indian Industry (CII).
The company’s international operations are expected to generate roughly US$500 million in sales this year, on a par
with Fortis’ India operations. Some highlighting aspects are as follows ::

2004 : Fortis inks deal with Jessa Ram Hospital to take over the management of the hospital ,

2005 :  -Fortis Hospital rolls out Golden Age Club  -Fortis buys Escorts Heart  -Fortis Healthcare signs $33.33m pre-
IPO deals  -The Company was incorporated on February 28, 1996 as Rancare Limited under the Companies Act.
Subsequently on June 20, 1996 our name was changed to our present name-Fortis Healthcare Limited. The Company
received the certificate of commencement of business on July 1, 1996.

2006 : -Fortis Healthcare to buy majority stake in Trehan`s Medicity  -Fortis Healthcare signs $33.33m pre-IPO
deals

2007 :  -Fortis HealthWorld has joined hands with US hearing aid maker Starkey for its Audible range and is looking
to soon offer dental services at its Health stores too.  -Colgate-Palmolive India, the market leader in toothpaste in
India, declared the acquisition of three domestic companies in south India recently.  The company purchased 75 per
cent equity in Advanced Oral Care Products (Goa), Professional Oral Care Products (Goa) and SS Oral Hygiene
Products (Hyderabad).  -Fortis Healthcare acquires Hiranandani Hospital 

2008:  Fortis Hospital, Noida Becomes first hospital In Uttar Pradesh to receive the coveted NABH Accredita  Fortis
Escorts Becomes First Hospital in Faridabad to Launch Total Knee Replacement Unit 

2009:  Announces taking over of the operational and management control of the 200–bed Apollo Modi Hospital in
Kota (Rajasthan) for providing superior healthcare services in the region.  Launches dental centre at Malar Hospital,
Chennai, with the aim of promoting dental tourism in the city. The Fortis Dental Centre has been floated on
partnership basis with dental chain Axiss Dental  Fortis completes Wockhardt Hospital Acquisition 

2010:  Completes acquisition of 23.9% stake in Parkway Holdings  Divests entire stake in Parkway to Khazanah 
Adds cancer institute in its hospital portfolio  Inks pact with Republic Of Burundi  Inks MOU with RAK Hospital and
Tanzania's RMC  Strengthens presence in Central India Network; touches 50 hospitals mark  Acquires O P Jindal
Hospital in Raigarh, Chhattisgarh  Unveils new hospital in Shalimar Bagh in Delhi  Adds Vivekanand Hospital to its
network 

2011 :  Signs MoU with Utah University for specialized care in emergency medicine  Changes name of company
from Fortis Healthcare Ltd to Fortis Healthcare (India) Ltd.  Adds 100 bed Lifeline Hospital at Alwar in Rajasthan 
Fortis Healthcare Ltd acquired 86 per cent stake in Super Religare Laboratories Ltd (SRL)), South–east Asia's largest
diagnostics laboratory network to further strengthen presence across the healthcare value chain  Through its
wholly owned subsidiary, has entered into an agreement with Cauvery Hospital Limited, Mysore, wherein Fortis will
set up, operate and manage a Cardiac Centre in the hospital.  The name of Fortis Healthcare Limited shall be
changed to Fortis Healthcare (India) Limited w.e.f. April 11, 2011.  Fortis Healthcare ties up with TotipotentRX to set
up Stem Cell Therapy Centres.  Fortis Healthcare (India) Ltd has announced that it will buy 86 per cent stake in
Super Religare Laboratories Ltd (SRL) .  Fortis Healt - Fortis announces new hospitals in Hyderabad and Agra.

2012 :  Fortis Healthcare Ltd acquired Fortis Healthcare International Pvt. Ltd.  Fortis Healthcare Ltd launched the
first colorectal hospital in Singapore, becoming the first Indian hospital chain with a greenfield hospital abroad. 
Fortis gor Rs. 3700 Mn Equity infusion in SRL through IFC and NYLIM Jacob Ballas India.  Fortis Healthcare raises
around S$510 mn through Singapore IPO.  Company has changed its name from Fortis Healthcare (India) Ltd. to
Fortis Healthcare Ltd. 

2013 -"Fortis launches its Flagship Hospital, One of the First of its Kind in Asia Bridges the gap for expert talent, trans-
disciplinary, quaternary care". -"Fortis to divest stake in Quality Healthcare to Bupa for US$ 355 million Intensifies
Focus on Healthcare Delivery in India". 

2014 -"Fortis launches state of the art, multi super-specialty hospital in Ludhiana".

2015 :: Malaysia's IHH Healthcare Bhd, Asia's largest hospital operator by stock market value, has scrapped its
proposal to buy Singapore's Radlink-Asia Pte Ltd for 346.53 million ringgit ($93.31 million). The deal fell through due
to non-satisfaction of certain conditions in the sales and purchase agreement, according to a stock exchange filing to
the local bourse late on Friday. Radlink-Asia, a unit of India's Fortis Healthcare Ltd, provides healthcare services
including outpatient diagnostic and molecular imaging service Promotion Tools Used by Fortis Healthcare:

The promotional and advertising strategy in the Fortis Healthcare marketing strategy is as follows:

Fortis promotes its services through traditional as well as digital media with newspaper adverts, medical periodicals,
YouTube and TV adverts. It has launched several awareness campaigns to urge people to take control of their health
such as NDTV-Fortis Health4U campaign and spread cancer awareness campaigns with its most recent campaign
focusing on urging people for organ donation for needful patients. It spreads brand awareness through these
campaign as well as celebrity endorsements.

Pricing Method

The price of health products is the amount (cost) that the target market associates with the product offered
by the medical organization. The price is one of the main elements with direct implications for all the
activities and the marketing actions of the medical organization. It represents the exchange value of the
health care service, meaning the amount of money that the patient offers to obtain that service in return for
the benefits of using it.
Since patients are not well informed about the quality of health services in relation to the price of medical
activity, the price strategy involves taking into account some factors that patient consider when addressing a
specific service. These elements are also related to the patient’s involvement in the provision of the specific
health service: the time spent by the patient as the the medical service is performed as a whole, the mental
implications of the service for the patient (feeling of something new, fear, emotions, stress, etc.), physical
effort the patient makes to obtain the health service.
For the purpose of positioning the global health product on the market, the application of a strategy of
diversification of services will also be considered, that can be achieved by the medical organizations either
by adding new features to the current offer or by employing better trained and better involved personnel than
the competitor’s, or perform better image marketing.
Below is the pricing strategy in Fortis Healthcare marketing strategy:
Fortis healthcare is considered as a premium healthcare service provider as it competes in the same segment
as that of Apollo hospitals and Max hospitals with its offerings focusing on patient experience by including
world-class healthcare services and new technology to justify its higher pricing.
It also has several alliances with international partners such as Aetna, Bupa, GMC services etc. for providing
quality services.